The innovator's license: A latitude to deviate from category norms

Journal of Marketing

Volumn 77, Issue 1, 2013, Pages 120-134

  Barone, Michael J ^a   Jewell, Robert D ^b  

^a UNIVERSITY OF LOUISVILLE   (United States)

^b KENT STATE UNIVERSITY   (United States)

Author keywords

Brand innovativeness; Category norms; Innovation credit; Innovation license

Indexed keywords

EID: 84873318366     PISSN: 00222429     EISSN: 15477185     Source Type: Journal    
DOI: 10.1509/jm.10.0145     Document Type: Article

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